The Power of Newspapers

INMA Awards 2013 -Who we are -What we do NEWSPAPERSWORK Who we are

• Newspaperswork is the marketing platform of the Belgian newspaper publishers: Concentra, Corelio, De Persgroep, IPM and Rossel

• We represent 12 newspapers: Le Soir, Het Belang Van Limburg, L’Avenir, Gazet van Antwerpen, Grenz- Echo, Het Laatste Nieuws, La Dernière Heure, De Standaard, La Libre Belgique, Het Nieuwsblad, Sudpresse, De Morgen

INMA Awards 2013 What we do

• In this digital era newspapers are becoming less attractive to advertisers.

• Newspaperswork wants to reconnect with advertisers and media agencies (B2B) by showing that newspapers are still an effective and attractive advertising medium.

• We seek to revalue the power of newspapers

INMA Awards 2013 6 Things You Can Miss While Reading A Newspaper OUR CAMPAIGN Objectives

• With our campaign we wanted to:

1. Create a positive buzz around newspapers

2. Prove the captivating power of newspapers: that they can hold their readers' attention like no other medium. The Captivating Power of Newspapers

• We sponsored the UBA Xmas lunch = Networking event organised by the Union of Belgian Advertisers (UBA) for advertisers, media agencies, communication agencies, publishers...

• At this event, the Advertiser Personality of the Year (APOY) is elected.

• We offered the 3 APOY nominees – all major Belgian advertisers – a car with a private driver to take them to the event, so they had time to read the newspaper.

INMA Awards 2013 The Captivating Power of Newspapers

• During their ride we tried to distract the nominees with unusual pedestrians.

• However, none of the advertisers noticed any of the distractions. They kept reading the newspaper during the whole ride.

• This stunt was filmed and delivered in an e-dm to 1.500 Belgian advertisers.

• In this way we confronted the Belgian advertisers community with the captivating power of newspapers.

INMA Awards 2013 Some facts

• Name stunt: “6 Things You Can Miss While Reading A Newspaper”

• Launch date video: 20/12/2012

• Media used: – E-dm to 1.500 advertisers in Belgium linking to – an online movie on Youtube

• URL: https://www.youtube.com/watch?v=e512_OxFWyM

INMA Awards 2013 RESULTS The numbers

• 2.301 unique visitors on our website in 12 days (20/12 – 31/12/2012) ↔ 1.412 unique visitors in three months (24/09 – 19/12/2012)

• Over 280.000 views on Youtube – 1462 likes – 58 dislikes

• Over 2.500 Tweets & 20.000 Facebook mentions

• Picked up by over 60 national and international advertiser blogs, including The Guardian, Business Insider, Adverblog, De Standaard, De Tijd...

INMA Awards 2013 What’s even more important!

• The stunt was the talk of the town within the Belgian world of advertisers

• Positive reactions on video

• Positive atmosphere around newspapers

INMA Awards 2013 EXTRA Contact

• Marketing Officer: Max B. Brouns [email protected]

• Address: Greenland B01 Avenue Etienne Demunter 1 1090 Brussels

• Phone: +32 475 97 12 40

INMA Awards 2013 Credits

Creative team Production team • Agency: Duval Guillaume • Prod Company: Poetry in Motion • Creative Directors: Geoffrey • Agency Producer: Marc Van Hantson & Katrien Bottez Buggenhout • Art Director: Ad Van Ongeval • Executive Producer: Hans Buysse • Copywriter: Dieter De Ridder • Producer: Brechje Depourcq • Account Director: Liene Donckers • Director: Dagmar Duportail • Account Manager: Bart Verschueren

INMA Awards 2013